I meet with brands each week and nearly every single meeting comes down to a conversation where they know they need social media, but they just aren’t ready to really pull the trigger in a meaningful way. They see that retail is hurting and they agree they need to do more web business, but it is less than 5% of their total revenue. They don’t have a digital strategy (let alone a social one) and they think that somehow it is going to change. News alert…it wont!
The problem is that they dont understand digital so it scares them. They instead choose to “play it safe” and advertise on traditional mediums like TV, outdoor and mailers (that don’t work) OR even worse they don’t market at all. I would argue (and I think Seth Godin would agree) that this safe approach is the riskiest of all. Failure to act, is an act of failure. Brands need to start changing this mentality, before they go extinct.
If you had a heart attack today and survived, it would most likely cause you to assess and adjust things right away. You would start taking better care of yourself, would consult with experts on how to get there, read blogs and articles for ideas on how to incorporate for yourself personally and would generally take a much more serious stance on your health and well being. It would be a catalyst for you to start doing what you aways knew you needed to, but just didn’t.
So, imagine that your business had a heart attack today and get going on improving its health now. Stop wasting money on things that you cannot track and don’t work. Stop procrastinating on social media and stop putting your fate in the hands of ill equipped junior staff members, or worse in a marketing department that doesn’t believe in or understand it. Start capturing emails and communicating with your customers in a smart and strategic way. Start creating content that they care about and want to read. Start spending advertising dollars on highly trackable platforms such as Facebook and Instagram now.
As we have said before, social media is just a new term for the internet and social networks are just part of the ecosystem. Not using the internet and/or thinking about how to engage people on their mobile phones (where the focus and attention clearly is) in 2016, is like eating bacon and ice cream 7 days a week and never working out. Some people might survive, but the vast majority will drop dead too soon. Don’t be part of the latter group.
Playing it too safe, is super dangerous for your (business’) health!